For the Squid Game: The Experience in collaboration with Netflix, we led the entire creative direction for the campaigns, including the "Open Gates" activation in Sydney.

The campaign sought to make a bold statement by bringing the series' iconic doll to life in the heart of Sydney, seamlessly blending fiction with reality to make the game feel unmistakably real.

Our goal was to capture the city's attention strikingly and creatively, turning everyday spaces into captivating scenes that sparked intrigue, drew crowds, and generated buzz.